"First Person Shooter" is a rap track from Drake's album, "For All the Dogs," it belongs in the rap genre and features a reunion with his longtime collaborator, J. Cole. This dynamic duo's chemistry is palpable throughout the song, as they trade verses filled with competition and a touch of nostalgia. The music video is a concept music video, which means it features a creative concept of some kind, and in this case, illustrates Drake and J. Cole competing in a majority of sports, such as chess, ping pong, or basketball, to find out who is the best out of the 2 and have the bragging rights to call themselves number 1.
There is some intertextuality in the music video, as it has multiple easter eggs for fans to discover and enjoy. One of them is at the 4:36 mark when a statue of Drake appears in Toronto. The scene pays homage to Michael Jackson's HIStory teaser from 1995, in which a large statue of the singer is unveiled.
(Statue of Drake in First Person Shooter)
(Statue of Micheal Jackson during his 1995 HIStory teaser)
Intertextuality between 2 media texts is again shown when Actor Brian Baumgartner appears in the first scene of Drake and J. Cole's "First Person Shooter" video in a fitting location: the office. Baumgartner is known for playing the iconic role of Kevin Malone in the famed NBC sitcom The Office. In the music video, Baumgartner plays himself but is labeled an "interim manager". The CEO of the company calls him as he's playing video games. Despite saying to the boss that "everything's good here" and "everybody's working hard," the office is full of mannequins because all the real stuff is in a separate room where Drake and Cole compete in a ping-pong match.
(Brain Baumgartner playing video games at the beginning of First Person Shooter)
(Brain Baumgartner playing Kevin Malone in "The Office")
The music video belongs to the rap genre because it features street culture and fashion. In terms of aesthetics, Drake and J. Cole can both be seen to be cool, confident, and often proactive. In addition, the music video also discusses social issues, materialism, and personal experiences as its themes
b. Camera
"First Person Shooter" by Drake ft. J. Cole is a visually stunning music video that employs a variety of camera shots to enhance the storytelling and create a dynamic atmosphere. Here's a breakdown of some of the key camera techniques used:
(Extreme wide shots establish the setting and context, showcasing the vastness of the stadium where Drake and J. Cole compete in ping pong)
(Aerial shots utilize aerial shots to provide a bird's-eye view of the stadium, adding a sense of scale and grandeur.)
(A close-up shot of Drake, highlighting his expressions and emphasizing his emotions, according to Andrew Goodwin's theory, Drake's label, OVO Records, will require him to have lots of close-up shots to attract more attention from the audience. )
(A medium two-shot captures Drake and J. Cole from the waist up while playing chess, providing a balance between establishing the setting and focusing on the individuals.)
(First Person Shooter uses tracking shots to follow Drake as he moves, creating a sense of momentum and action.)
(A handheld camera was used to capture the shot of Drake competing in ping-pong. It creates a sense of immediacy and dynamism, capturing the action in a more raw and unfiltered way. They can be used to convey excitement, tension, or a sense of chaos.)
(Static camera shots offer stability and clarity, making them ideal for capturing detailed scenes or establishing the setting, which in this scene is helping Drake and J. Cole reference the iconic scene where 2 Spidermans were pointing fingers at each other. It also allows for greater control over the composition of the shot, ensuring that all elements are framed effectively.)
Overall, the camera shots in "First Person Shooter" are carefully chosen to enhance the song's message and create a visually engaging experience. The combination of establishing shots, close-ups, tracking shots, and many other shot types contributes to the music video's huge success.
c. Mise-en-scène
High-key lighting is used during the first beat of J. Cole's verse, connoting intensity and excitement. High-key lighting is used in scenes such as when Drake and J. Cole compete in ping pong or when J. Cole raps in the boxing ring.
(High-key lighting used in Drake's ping-pong match with Cole)
However, in some scenes, low-key lighting creates a more dramatic and mysterious mood. For example, when Drake is wearing a dog head costume and walking with his comrades in arms to the subway or when he raps as he walks through a tunnel, this is particularly effective during the beat switch, where the focus is on Drake's lyrics and emotions.
(Drake in his dog head costume walking with his friends in low-key lighting)
In terms of costumes and makeup, Drake and J. Cole are dressed in urban streetwear - a popular style among young people. This reflects the contemporary setting of the video and reinforces the artists' connection to their audience.
(Drake and Cole wearing baggy clothes - a trendy streetwear style)
In addition, The artists' makeup is minimal, emphasizing their natural features. This is consistent with the overall aesthetic of the video, which is focused on the artists' performances rather than their appearances.
(Minimal to no makeup was applied to Drake and Cole across the music video)
When it comes to props and set up, there are separate scenes that have different props that are relevant to the environment they're in. For example:
(At the beginning of the music video, the setting is an office, with equipment such as desk supplies, computer equipment, and communication devices. )
(Another example is when Drake and Cole compete at night in a shooting competition at a local basketball court in the city. The city nightlife and props such as people playing high-intensity basketball play a role in helping Drake and Cole continue their fierce competition to find out who is number 1, as basketball is one of the most played sports in America and one of Drake and Cole's favorite sports.)
d. Editing
The music employs a dynamic, fast-paced editing style that complements the song's energy and visual aesthetic. Here are some key aspects of the editing:
(1st shot) (cuts to 2nd shot) (switches back at 3rd shot)
(The video utilizes frequent cuts between Drake and himself with the dog head costume, creating a sense of urgency and excitement. This editing style matches the intensity of the rap verses and the song's energy. In addition, Match cuts are used in this example to maintain visual continuity between shots, ensuring a seamless flow and enhancing the viewer's experience.)
(While quick cuts are prevalent, the video also incorporates smooth transitions, such as when the setting transitions from a stadium to a chess game - the video shows that the stadium is actually the top of the rook in chess. This can create a more fluid flow and visual interest.)
The editing is carefully synchronized with the rhythm and tempo of the song, creating a strong connection between the visuals and the audio. The video's pacing also varies throughout, with moments of fast-paced editing alternating with slower sections. This creates a sense of tension and release, keeping the viewer engaged.
The visuals and the lyrics also have a relationship too in the music video. The energetic visuals match with the lyrics - where Drake and Cole talk about their competition and accolades.
These special effects used in the video create a visually immersive experience that complements the song's message and Drake and Coles' performances. It also includes a variety of special effects to enhance the futuristic aesthetic and create a visually striking experience, as well as being characterized by a blend of surrealism, futuristic aesthetics, and dynamic cinematography - all the characteristics of a Gibson Hazard-directed music video. Some of the notable examples of special effects being used include:
(Green screen of the stadium where Drake and Cole compete in ping pong in a stadium)
(Slo-mo shot of Drake getting ready to hit the ping pong ball. Slow-motion shots highlight specific moments and create a dramatic effect, particularly during Drake's intense rap verses.)
(The use of special effects to show how Drake takes it a step further than Cole - who hit a very long basketball shot, by shooting the basketball around the earth.)
(Slow-motion shot of Cole (black) winning against Drake (white) by knocking out his king, which makes it more dramatic and exciting. Special effects are used to illustrate the king crumbling to bits after being knocked out)
(Special effects being used to illustrate Drake and Cole's stats and information - this is mostly used in boxing, MMA, and most martial arts competitions)
The use of special effects helps Drake make a reference and tribute to Micheal Jackson, by imitating his 1995 HIStory statue in 1995, with his own version of it. This can grab the attention of even more new audiences to Drake, such as Micheal Jackson's fans.)
These special effects combine to create a visually immersive experience that complements the song's message and Drake and Coles' performances.
The editing of "First Person Shooter" contributes greatly to the video's success. The fast-paced cuts, parallel editing, and special effects create a visually stimulating and engaging experience that complements the song's message and the artists' performances.
e. Audience Theories
Effects Model: The music video does contain certain curse words that can trigger audiences and can cause children to imitate using those curse words in their daily conversations at a young age as well. Apart from the curse words used, the music video doesn't show any violence or sexual content that can trigger audiences. In my opinion, "First Person Shooter" would be a PG-rated music video. It's fairly safe, but curse words can negatively influence children.
Uses and Gratifications: The music video has included entertainment and social interaction needs. First Person Shooter is the catalyst for fans of Drake and J. Cole to discuss online the visual content, lyrical conventions, or the message the music video wants to understand. The music video - with all its special effects and interesting concept, also serves as a form of entertainment for the audience for them to enjoy and relax from their routines.
Reception Theory
Dominant reading: The music video promotes friendly competition between one another, which I completely agree with as it helps individuals grow and improve as they want to catch up to their competitors.
Negotiated reading: I have no opposition to the message the music video is trying to convey, however, I wouldn't recommend a child to listen to the song, as it contains many curse words that might negatively influence them in the future.
Oppositional reading: Drake and Cole claim in the music video to compete for the number 1 spot in the rap universe without considering other potential candidates, which is quite disrespectful as they might make better music, be more influential and famous, or be in the industry longer than both artists.
2. MACKLEMORE & RYAN LEWIS - THRIFT SHOP FEAT. WANZ
Artist: Macklemore, Ryan Lewis, Wanz
Director: Jon Jon Augustavo, Ryan Lewis, Ben Haggerty
Year released: 2012
a. Introduction
"Thrift Shop" by Macklemore & Ryan Lewis is a popular music video that has risen to fame for its unique style and message. The video introduces thrift shopping and second-hand fashion, challenging societal norms and stereotypes about consumerism.
The video features a low-budget, DIY aesthetic, with a focus on creativity and resourcefulness. This reflects the theme of thrift shopping and the idea that style can be achieved on a budget. It is also filled with humor as well, poking fun at consumer culture and the obsession with brand names.
Its message is literally an "anti-flex", as it tells the audience that not following the social norms of fashion - such as buying expensive clothes, doesn't mean that you can't be fashionable. By using the thrift shopping concept, the directors told the audience that you can dress well in second-hand clothes as expensive clothes from luxury brands. This makes the video entertaining and relatable to the audience.
Instead of the classic street culture fashion visuals as we see in typical rap music videos nowadays, Thrift Shop goes an alternate route - talking about thrift shopping and criticizing the norm that being fashionable must include luxurious clothing.
I think Thrift Shop belongs to the rap genre is that Macklemore seems to be confident, cool, and provocative when he strolls the thrift shop stands - a typical convention seen in rap music videos.
The mixture of rhythmic verses, strong percussion, smooth flow, and insightful social messages defines "Thrift Shop" as part of the rap genre.
In addition, "Thrift Shop" by Macklemore & Ryan Lewis has a few intertextual references, drawing inspiration from various sources. The video pays homage to "Back to the Future", a well-known movie in 1985, by adding an easter egg of a Delorean - a car that in the movie is capable of traveling back in time and into the future in the film.
(The iconic Delorean from the movie "Back to the Future is featured in the music video)
In addition, The music video celebrates the unique style found in thrift stores, challenging traditional norms of fashion and beauty.
(Macklemore copping a unique coat found in a thrift shop, which is different compared to trendy wear we find currently, defying social fashion norms)
Furthermore, the music video has a narrative style, where we can see the lead artist - Macklemore appear often, and the narrative reflects the lyrics often in the music video. "Thrift Shop" also features a performance, where we can see Macklemore vibing and dancing with seemingly other customers in the thrift shop.
b. Camera
The directors of "Thrift Shop" used a variety of camera shots to enhance the storytelling and create a visually engaging experience. Here are some of the key techniques used:
(The use of a wide shot to establish the setting, in this case, Macklemore and Co. heading to a thrift store to shop )
(A close-up shot focusing on Macklemore's face, showing us his expressions and emphasizing his lyrical delivery. His label, Macklemore LLC, needs him to be shown often in close-up shots like this in the music videos to attract a wider audience.)
(A medium three-shot captures Macklemore and his crew from the knees up, providing a balance between the foundation of the setting and focusing on the individuals.)
(Macklemore hanging around a shoe aisle in a thrift shop. Captured by a tracking shot, it creates a sense of momentum and action)
(A handheld camera was used to capture Macklemore touring the thrift shop. It creates an authentic atmosphere, as well as being more budget-friendly for the production of the music video)
(A static camera shot conveys a more detailed and stabilized look in the white velcro shoes Macklemore is wearing)
In conclusion, the camera shots help successfully display the music video's message. Close-ups help highlight the emotions and expressions of Macklemore, while the dynamic camera movements such as a tracking shot add a sense of energy and excitement to the video. Combining these types of camera shots helps to create a visually compelling experience that reinforces the themes of individuality, self-expression, and the power of thrift shopping.
c. Mise-en-scène
The video mostly uses natural lighting, which adds to the sense of realism and authenticity. We can see this in the scene where Macklemore dances with some of the other customers in the thrift shop, or in different scenes like when he tours the multiple aisles.
(Macklemore dances with the other customers, illustrated by natural, high-key lighting. This can be seen as a performance-style music video)
The primary setting of the video is a thrift store, which correlates to the song's theme of celebrating second-hand fashion and consumerism. However, there was a natural setting at the beginning of the video showing Macklemore with his fellas heading to a car and getting ready to go thrift shopping. This helps create a storyline and narrative for the music video and adds a sense of realism.
(The setting at the beginning of the video shows Macklemore and Co. heading to the car to go to the thrift shop)
The characters in the video wear a wide range, of unique and often unconventional outfits, which conveys the theme of thrift shopping and individuality.
(Throughout the video, we can see Macklemore in a wide range of outfits, as well as seeing a unique sense of fashion of the other customers as well)
The music video features various thrift store items as props, such as clothing, accessories, and furniture. These props additionally help portray the song's theme and contribute to the overall aesthetic.
(Baskets of 2nd hand clothes being displayed for customers to choose from)
(Macklemore vibing around the stalls of second-hand clothes and equipment in the thrift shop)
d. Editing
The video has frequent cuts between shots, conveying energy and excitement, matching the upbeat tempo of the song. The editing is carefully matched with the rhythm and tempo of the music as well, creating a strong connection between the visuals and the audio.
(3 quick cuts to 3 different angles here showing Macklemore walking in 5 seconds, from 0:41 to 0:45 for your reference)
The music video also uses the slow-motion effect during some scenes, to help keep viewers focused on the video for longer. It also allows viewers see details that they might otherwise miss.
(Slow motion shot of Macklemore jumping over some furniture. The effect could be used to emphasize the unique clothing he found and wore or show the audience how cheap stuff could be sold at a thrift shop, as we can see the 0.49$ sign for a piece of furniture. )
(Discontinuity editing is seen in this clip here - using a jump cut, the camera cuts between shots with nearly identical composition, like this scene where a man throws trash and another man takes it.)
The music video has a limited amount of types of editing overall, partly because of the budget set or because the directors want it to be a low-budget music video to emphasize the message that these types of music videos can be on par with or better than those with higher budgets. However overall, the editing complements the song's message and the Macklemores' performances. The editors have skillfully used these few techniques to create a music video that is entertaining and humorous at the same time.
e. Audience Theories
Effects Model: The music video contains swear words, and I think that children who watch and listen to the music video should be supervised by a parent, as some lyrics in the song can contain sexual content.
Uses and Gratifications: Thrift Shop is a rather unique music video, and can fit in the multiple categories of uses and gratification needs. It informs us about current trends that people tend to buy expensive clothing to look fashionable, and rejects that claim by proving that cheap second-hand clothing can make you fashionable too, fitting it into the informational needs. The song's humourous lyrical prowess and energetic and fun visuals can prove entertaining for the audience and lighten their day.
Reception theory
Dominant reading: The music video tells us that being fashionable isn't only achieved through expensive clothing, but through cheap second-hand clothing as well - a statement that I agree with, and many people can relate to. People with a limited budget can easily dress fashionably as richer individuals despite the brands they wear.
Negotiated reading: The music video is mostly clean, but like First Person Shooter, the number of curse words can be problematic, especially for children who can listen and imitate.
Oppositional reading: Dissing is a common thing in the rap industry, but Thrift Shop does diss a rap artist named R Kelly, which proves disrespectful and considering R Kelly didn't do anything to Macklemore, makes it even more wrong.
"A Lot" is 21 Savage's biggest rap song to date, it explores themes of perseverance, the challenges of life, and the burdens that come with success. Both 21 Savage and the featured artist, J. Cole, share insights into their journeys, reflecting on the struggles and obstacles they have encountered to reach their own success.
The music video highlights 21 Savage's growth as an artist while also offering a broader perspective on how our decisions shape our lives and the strength required to face challenges. It also shows us that the people present in the video all have their personal trials and tribulations for them to be present now, hence why they're wearing luxurious clothing and celebrating life in the music video.
The music video has a narrative style, as we can see it portrays 21 Savages' story to fame and success. It also belongs in the rap genre, as it has a rhythmic beat, consistent flow, and a focus on lyrical delivery. In addition, it explores current social issues and 21 Savages' personal struggles.
Some intertexts are mentioned in the music video, such as:
(The video's use of shadows, suspenseful atmosphere, and camera angles used frequently by Alfred Hitchcock could suggest a tribute to the iconic filmmaker's work.
The video also combines elements of hip-hop culture, such as references to urban life, and exploring themes related to success and struggle.
These intertextual references enhance the depth and complexity of 'A Lot,' bringing additional layers of meaning and importance to its themes and visuals.
b. Camera
"A Lot" by 21 Savage uses different camera shots to present the storytelling, create a specific atmosphere, and represent the song's themes. The camera shots include:
(When 21 Savage raps directly into the camera, close-ups help the audience feel a stronger connection to his story. Similarly, close-up views of the older family members reveal the fatigue and deep-seated generational pain handed down over the years.)
( A wide shot is used to capture the dining table and the people seated around it. These shots allow viewers to see the interactions between multiple characters and provide context to their relationships.)
(Zoom-out shots help find the best composition for a shot and expose the surrounding environment to add some context to the scene. In this instance, the camera zooms out for the characters in the music video to fit in the photo)
(A medium shot focuses on the characters chatting and drinking in the music video. These shots help to capture expressions and body language that convey the underlying tension or emotions.)
(The music video primarily uses static camera shots over handheld camera shots. One possible reason behind this is that the director - Aisultan Seitov wants the audience to focus on the message and the small details of the music video rather than the action and excitement that handheld shots bring.)
(A close-up shot that highlights 21 Savage's facial expressions. It is essential that Epic Records - 21's record label, asks the directors to have multiple close-up shots of 21 Savage - as it's essential for gaining attention from the audience.)
c. Mise-en-scène
The lighting in "A Lot" is soft and natural. This creates a subdued, almost nostalgic atmosphere, fitting for a narrative that deals with reflection and introspection.
(We can see the glow of warm daylight filtering through the mansion windows, and the vintage lamps creating high-key lighting to the scene.)
(However, low-key lighting can be seen used on the characters in the music video when they reminisce about their past trauma. The low-key lighting helps create suspense and depth to the character's painful past.)
The setting is set at a luxurious mansion. It represents a place of both wealth and family history.
(The setting of the mansion also hints at the hidden struggles each person in the family faced to get to where they are now.)
( The dining room, with its long table filled with lots of food and drinks, and where the family members eat and celebrate, can represent prosperity.)
The video's costumes are elegant, matching the setting of a formal family gathering, which helps explore themes of tradition and heritage.
(Characters are dressed in suits, dresses, and formal wear, which helps keep the timeless quality visually in the music video.)
Props in the music video also play a significant role in establishing the video's themes, bringing more detail to the scenes, and adding depth to the message the music video is trying to convey.
(The dining table is filled with lots of food and drinks, and the surrounding around the table is vintage furniture symbolizing wealth and success. On the table, wine glasses and plates being raised in toasts can also symbolize unity and celebration for what the family members have gone through to reach success.)
(In addition, props such as these, where we can see a statue of an angle shed a tear, show us how painful and stressful the road to success is for the family.)
d. Editing
The music video has a vintage and slightly dark color palette. The color grading leans towards dark greens, browns, and blues, which helps give it a timeless, mournful feel.
(This choice of using a darker color palette reflects the themes of reflection, pain, and struggle conveyed in the lyrics.)
The editing of the music video is steady, with a rhythm that matches the beat of the song. The cuts are made to sync with the tempo, emphasizing important lyrics with the visuals. This steady pacing allows viewers to fully understand the small details of the imagery and lyrics.
Quick cuts are used in the music video to punctuate key lyrics or moments, providing a dynamic contrast to the otherwise slow rhythm.
(Quick cuts, such as this scene where we can see the man's past trauma by a quick cut, help keep the viewer engaged and emphasize the narrative that 21 Savage wants to employ.)
Slow-motion is also used in the music video, heightening the emotional impact on the audience. Giving the audience more time to process the context of the scene after slowing the music video down helps them understand the context of the music video, as well as the message and metaphors better and
(Slow-motion gives viewers time to process the gravity of the scenes and the emotions of the characters in the particular scene here, which is rejoicing and happiness after going through their hardships.)
The editing in "A Lot" by 21 Savage is a masterpiece in terms of visual storytelling. It combines slow motion, quick cuts, and a darker color palette to create a music video that is excellent both visually and thematically. The editing choices reflect the song's introspective nature and help the music video express its emotional and narrative impact to the audience as well.
e. Audience Theories
Effects Model: Looking at the music video, I would recommend parental supervision for any children who are trying to watch the music video, as it contains light violence, guns, and lots of curse words, in which some speak about sexual content.
Uses and Gratifications: 'A lot" talks about the trials and tribulations one must go through to succeed, and how 21 Savage perseveres through the challenges life offers starting from the very bottom. It is a familiar thing nowadays, and the audience through the song can gain information and learn about the struggles it takes for one to become successful like 21 Savage. As a result, it fits into the informational needs. The comments left by people down below the music video on YouTube discuss how they overcame life's struggles and some of the veterans gave advice to the youngsters who will take on the challenges very soon too. This creates a bond between the members of the YouTube community and helps others to connect with each other and build relationships through the music video, fitting it into the.
Reception theory
Dominant reading: The music video talks about the struggles we all have to face on the road to success - even leading to trauma, nothing comes easy in life, which means you will have to face and overcome obstacles to succeed - a statement which I agree with.
Negotiated reading: Even though the music video's message is well-intended and motivational, violence and guns are seen in the music video to show the past traumas each family member faced, which might be disturbing for some audiences, especially kids, who shouldn't be exposed to these things in the music video at a young age as they can imitate violence just like the results from Bandura et al, which researches about children imitating violence after seeing violence.
Oppositional reading: The message in "A Lot" is described by using lots of harsh curse words. I disagree that the lyrics used that much foul language in the lyrics when they could have used more family-friendly words to convey the message so that more audiences could fit the criteria to listen and watch the music video without being disturbed.
